Lack of invoice issuance and unavailability of contact details make it difficult to hire these professionals, survey shows
A survey carried out by the agency influence.me showed that 18% of Brazilian companies do not hire influencers to promote their brand due to negative experiences with the advertising format. According to the document, the biggest problems were the lack of results and connection between the content creator and the brand.
According to the study, 54% of brands invested in influencer marketing in 2023. The survey also indicated 34% of brands gave up on closing partnerships with influencers due to lack of budget. Delay in response from influencers is also a significant problem, reported by 44% of companies. Here's the complete (PDF – 5 MB)
Read the reasons:
- delay in response from influencers (44%);
- failure to issue an invoice (35%);
- unavailability of contact details (35%);
- lack of budget (34%)
- preference for other forms of media (31%);
- the influencer’s political positioning does not match the brand (25%);
- low quality of content (20%);
- bad experience (16%);
- number of followers does not match engagement (15%);
- The influencer's niche does not fit with the target audience (10%).
For 2024, 68% of respondents stated that they intend to increase investment in advertising carried out by digital influencers. Another 29% say they will maintain it.
The survey had more than 350 respondents who work in the area of influencer marketing.
Methodology
The survey was carried out using a form via email, social networks and advertisements to influencers, agencies, advisors and brands. There were 300 respondents.
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